Analysis of customer behavior is par for the course in online retail. Even in bricks-and-mortar retail there is a growing use of technologies that analyze in-store customer flows and provide customers with added services, such as location-based information pushed to their smartphones. These technologies deliver real value to retailers, and their promise, in the form of visitor tracking, is equally great for exhibitors at trade shows. Mindful of this, HANNOVER MESSE is now the first trade fair in Europe to offer its exhibitors a digital visitor-analysis solution.
Hannover. Which were the biggest attractions at the show generally and at my stand in particular? Which product showcase elicited the best response from visitors? Which presentation attracted the greatest audience attention? What percentage of the visitors at my stand were actually decision-makers? Which countries did most of my visitors come from? HANNOVER MESSE exhibitors will from now on be able to get answers to these questions and much more. At this year’s show, which runs from 1 to 5 April, visitors will for the very first time be handed little Bluetooth tags along with their badges as they pass through the entry gates. The tags support anonymous analysis of visitor flows on the exhibition grounds and at individual stands. This kind of analysis is particularly useful for companies operating large or medium-size showcases, because as well as tracking how long visitors spend at their showcases as a whole, they will be able to analyze the performance of individual sections of their showcases. The insights gleaned can then inform post-show visitor follow-up activities and the selection of subject matter and design elements for future showcases.
Accessing this new digital service is easy. Exhibitors can simply order it along with the other services available in the HANNOVER MESSE online shop. The technology itself is provided by WAYTATION, a Vienna-based startup. For visitors, the service is free of charge and optional.
Partner Country Sweden
Sweden is the official Partner Country of HANNOVER MESSE 2019 and will be using its Partner Country showcase to profile itself as a forward-thinking business location at the forefront of co-creation, innovation and digital transformation of industry. Sweden’s main objectives with its showcase are to foster networking, trade and investment with partners from all around the world. The central hub of the Partner Country showcase is the “Sweden Co-Lab Pavilion”, in Hall 27. The Partner Country showcase and displays by independent Swedish exhibitors are complemented by HANNOVER MESSE’s supporting program, which includes the Swedish Business Summit and various forums and networking events dedicated to Sweden’s innovative capacity and business opportunities.
HANNOVER MESSE 2019 is expected to feature some 6,500 exhibitors from 75 countries. About two thirds of these exhibitors will be from outside Germany.
HANNOVER MESSE – Get new technology first!
HANNOVER MESSE is the world’s leading trade fair for industrial technology. With its core focus on “Industrial Intelligence”, it covers the full range of digitization solutions for tomorrow’s manufacturing and energy systems. HANNOVER MESSE will next be held in 2019, when it will feature six parallel shows – IAMD (Integrated Automation, Motion & Drives), Digital Factory, Integrated Energy, Industrial Supply, ComVac and Research & Technology – as well as special showcases for startups and career starters, plus over 90 conferences and forums. HANNOVER MESSE 2019 will run from 1 to 5 April 2019 in Hannover, Germany, and will put the spotlight on Sweden as its official Partner Country.
Deutsche Messe AG
As one of the world’s foremost organizers of capital goods trade fairs, Deutsche Messe (Hannover, Germany) stages a rich array of events at venues in Germany and around the globe. With 2017 revenue of 356 million euros, Deutsche Messe ranks among Germany’s top five tradeshow producers. The company’s portfolio features such world-class events as (in alphabetical order) CeMAT (intralogistics and supply chain management), didacta (education), DOMOTEX (carpets and other floor coverings), HANNOVER MESSE (industrial technology), INTERSCHUTZ (fire and rescue services, civil protection, safety and security), LABVOLUTION (lab technology) and LIGNA (woodworking, wood processing, forestry). Deutsche Messe also stages trade fairs at other German venues, for example parts2clean (industrial parts cleaning) and SurfaceTechnology (surface treatment). The company also regularly hosts a number of internationally renowned events by third parties, among which are AGRITECHNICA (agricultural machinery) and EuroTier (animal production), both of which are staged by the German Agricultural Society (DLG), EMO (machine tools; staged by the German Machine Tool Builders’ Association, VDW), EuroBLECH (sheet metal working; staged by MackBrooks) and IAA Commercial Vehicles (transport, logistics and mobility; staged by the German Association of the Automotive Industry, VDA). Deutsche Messe’s portfolio also comprises events in Australia, Canada, China, Indonesia, Italy, Mexico, Russia, Singapore, Thailand, Turkey and the USA. These include shows in the following fields: Automotive, ICT & Digital Business, Manufacturing and Processing & Industries, Energy & Logistics and Metal Processing. With more than 1,200 employees and a network of 58 sales partners, Deutsche Messe is present in more than 100 countries.